Incidentally, the hardware they run is known as well. The claim should be easy to check.
I dare you to run CC on API pricing and see how much your usage actually costs.
(We did this internally at work, that's where my "few orders of magnitude" comment above comes from)
At cell phone plan adoption levels, and cell phone plan costs, the labs are looking at 5-10yr ROI.
If that demand evens slows down in the slightest the whole bubble collapses.
Growth + Demand >> efficiency or $ spend at their current stage. Efficiency is a mature company/industry game.
How else would it know whether it has a plan now?
After all, "the first hit's free" model doesn't apply to repeat customers ;-)